WTO——改革,学习和发展,是出版业应对入世的三大任务,特别是在图书销售领域,跨行业、跨所有制、跨地域的图书批零企业网和联合体,将会冲破依靠行政命令人为构筑的市场藩篱集团化——政府推动组建出版集团,是目前状况下最可行的办法,但也为加剧业已存在的地方割据和贸易壁垒埋下了深深的隐患。现阶段,集团建设的重心主要集中在培育核心竞争力、技术创新和一体化扩张等方面人力资源开发——“人才是出版社最重要的资源”,已被出版界所理解和公认但是,在人才的开发、使用、流动等方面,尚有许多不尽人意之处。对复合型人才的需求,使高学历人才相当集中的出版界仍痛感人才缺乏。品牌经营——对品牌经营的注重使中国出版业开始走上营销之路作者品牌、单本图书品牌、系列图书品牌、出版社品牌、编辑品牌,以及这些品牌的整合塑造和整体发展,构成出版业品牌经营的各个要件 WTO - reform, study and development are the three major tasks for the publishing industry to face the WTO entry. Especially in the field of book sales, cross-sectoral, cross-ownership and trans-regional book-and-file business networks and consortia will break through reliance on administrative orders Building market barriers Collectivization - The government’s push to form a publishing group is the most viable solution to the current situation, but it also places a serious hidden danger in exacerbating the existing separatism and trade barriers. At this stage, the focus of the Group’s construction focuses on fostering human resources development in areas such as core competitiveness, technological innovation and integrated expansion - “Talent is the most important resource for publishing houses” and has been understood and acknowledged by the publishing industry. However, Talent development, use, mobility, etc., there are still many unsatisfactory. The demand for compound talents is still scarce in the publishing world that enables highly educated professionals to be fairly concentrated. Brand management - the focus on brand management to make China’s publishing industry began to embark on the road of marketing author brand, single book brand, series of book brands, publishing houses brand, brand editing, and the integration of these brands and the overall development of the formation of publishing Industry brand management of the various elements